Menu Engineering: How to Design a Menu That Sells

Did you know that where you place an item on the page affects how often it's ordered? Menu engineering is the art of maximizing profit through design.

The Golden Triangle

Eye-tracking studies show that customers first look at the middle, then top right, then top left. Place your signature, high-margin dishes in these 'prime real estate' zones.

Ditch the Currency Signs

Studies from Cornell University found that guests spend significantly more when price tags don't have currency symbols ($ or €). Just use the number: "24" instead of "$24".

Use Decoy Pricing

Place a very expensive item near the top of the menu. It makes everything else look reasonable by comparison, encouraging guests to order the second most expensive item (your target).